| How to solve the advance selling and pricing strategies of real estate under the different market which the real estate developers faced with,especially considering the uncertain valuation of the heterogeneous customers in the regular selling and the supply of the real estate.This article first reviews the research status of the advance selling pricing decision theory and the consumer behavior theory at our country and abroad.Secondly,this paper assumes that the heterogeneous customers in the market are strategic consumers.Based on the two dimensions of rising and falling markets and uncertainty of supply and demand relations,we consider the uncertainty of the valuation of house buyers in the regular selling period and the proportion of supply of the real estate buyers in the advance selling period,then discuss the best advance selling and pricing strategies of the real estate from the perspective of maximizing the utility of the real estate.The conclusions are as follows: Regardless of the supply of the real estate in the advance selling period and the demand of consumers and when the market is in a rising situation,whether the real estate advance selling strategy is not only associated with the quantity of high valuation buyers,but also with the increasing rate of market.When the market situation is falling,the real estate will must take advance selling strategy no matter the relationship of supply and demand.Considering the supply of the real estate in the advance selling period when the market is on the rise,the number of high valuation buyers and the supply of the real estate in the in the advance selling period will affect the advance selling and pricing strategies of real estate.When the market is in a downward trend,the real estate will take the advance selling strategy,and the coefficient of capital utility and the supply of the real estate in the advance selling period will affect pricing strategy of the real estate at the two-periods. |
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